As Hilton approaches its 100th anniversary, the hotel giant has launched ‘Motto by Hilton’, an affordable lifestyle brand aimed at evolving global travellers.
Commenting on the launch, Hilton president and CEO Christopher J. Nassetta said: “Innovation is in our DNA, and as we embark on our 100th year as a company, we are innovating more than ever before. With Motto by Hilton, we are bringing to market something the industry has never experienced with its flexible and affordable room product, desirable locations and guest-empowered service.”
While doing market research prior to the launch of the brand, Hilton evaluated the emerging lifestyle hostel model globally to understand the opportunity to enhance the shared room concept. But, extensive research showed that travellers who stay in hostels, in fact, do not like rooming with strangers and often book just with their friends or family. They want more from their hostel experience but are limited by current options in the market, a statement from company said.
With emphasis on flexibility through space design, technology and sleep experience, Motto by Hilton will feature guestrooms with an average footprint of 163 square feet or 14 square meters. It will include space-saving features such as wall beds, lofted beds, segmented shower and toilet stalls, and multi-functional furniture that can be discreetly stowed when not in use.
Rooms will also include Hilton’s Connected Room technology which allows guests to control features in the room. For large groups of travellers, rooms can be linked and can also split the payments for the stay.
The prices for Motto by Hilton will “vary by market”, but each Hilton aims to provide competitive pricing making the brand a “viable option for travellers who typically stay with friends or family or seek out temporary housing options when traveling to urban markets”.
Motto by Hilton hotels will be located in prime neighbourhoods according to Hilton and plan to expand the brand’s footprint in urban destinations throughout Europe, the Americas, the Middle East and Asia Pacific.
WATCH: First look: World's largest Hampton by Hilton in Dubai
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